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Where Are The Advertisers Leaving Twitter Going For The Super Bowl?

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Where Are The Advertisers Leaving Twitter Going For The Super Bowl?

Since Elon Musk’s takeover of Twitter last October 27, 2022, things at the social media company have gone from bad to worse.

You probably saw this coming from a mile away – especially if you had read about a study by Media Matters that was published on November 22, 2022, entitled, “In less than a month, Elon Musk has driven away half of Twitter’s top 100 advertisers.”

If you missed that, then you’ve probably read Matt G. Southern’s article in Search Engine Journal, which was entitled, “Twitter’s Revenue Down 40% As 500 Top Advertisers Pull Out.”

This mass exodus creates a challenge for digital advertising executives and their agencies. Where should they go long term?

And what should they do in the short term – with Super Bowl LVII coming up on Sunday, February 12, 2023?

Ideally, these advertisers would follow their audience. If they knew where Twitter users were going, their ad budgets could follow them.

But it isn’t clear where Twitter users are going – or if they’ve even left yet.

Fake Followers On Twitter And Brand Safety

According to the latest data from Similarweb, a digital intelligence platform, there were 6.9 billion monthly visits to Twitter worldwide during December 2022 – up slightly from 6.8 billion in November, and down slightly from 7.0 billion in October.

So, if a high-profile user like Boston Mayor Michelle Wu has taken a step back from the frequent posts on her Twitter account, @wutrain, which has more than 152,000 followers, then it appears that other users have stepped up their monthly visits.

This includes several accounts that had been banned previously for spreading disinformation, which Musk unbanned.

(Disinformation is defined as “deliberately misleading or biased information,” while misinformation may be spread without the sender having harmful intentions.)

It’s also worth noting that SparkToro, which provides audience research software, also has a free tool called Fake Follower Audit, which analyzes Twitter accounts.

This tool defines “fake followers” as ones that are unreachable and will not see the account’s tweets either because they’re spam, bots, and propaganda, or because they’re no longer active on Twitter.

On Jan. 24, 2023, I used this tool and found that 70.2% of the 126.5 million followers of the @elonmusk account were fake.

According to the tool, accounts with a similar-sized following to @elonmusk have a median of 41% fake followers. So, Elon Musk’s account has more fake followers than most.

Screenshot from SparkToro, January 2023

By comparison, 20.6% of the followers of the @wutreain account were fake. So, Michelle Wu’s account has fewer fake followers than accounts with a similar-sized following.

Sparktoro results for fake followersScreenshot from SparkToro, January 2023

In fact, most Twitter accounts have significant numbers of fake followers.

This underlines the brand safety concerns that many advertisers and media buyers have, but it doesn’t give them any guidance on where they should move their ad dollars.

Who Are Twitter’s Top Competitors And What Are Their Monthly Visits?

So, I asked Similarweb if they had more data that might help. And they sent me the monthly visits from desktop and mobile devices worldwide for Twitter and its top competitors:

  • YouTube.com: 34.6 billion in December 2022, down 2.8% from 35.6 billion in December 2021.
  • Facebook.com: 18.1 billion in December 2022, down 14.2% from 21.1 billion in December 2021.
  • Twitter.com: 6.9 billion in December 2022, up 1.5% from 6.8 billion in December 2021.
  • Instagram.com: 6.3 billion in December 2022, down 3.1% from 6.5 billion in December 2021.
  • TikTok.com: 1.9 billion in December 2022, up 26.7% from 1.5 billion in December 2021.
  • Reddit.com: 1.8 billion in December 2022, down 5.3% from 1.9 billion in December 2021.
  • LinkedIn.com: 1.5 billion in December 2022, up 7.1% from 1.4 billion in December 2021.
  • Pinterest.com: 1.0 billion in December 2022, up 11.1% from 0.9 billion in December 2021.

The most significant trends worth noting are monthly visits to TikTok are up 26.7% year over year from a smaller base, while monthly visits to Facebook are down 14.2% from a bigger base.

So, the short-term events at Twitter over the past 90 days may have taken the spotlight off the long-term trends at TikTok and Facebook over the past year for some industry observers.

But based on Southern’s article in Search Engine Journal, “Facebook Shifts Focus To Short-Form Video After Stock Plunge,” which was published on February 6, 2022, Facebook CEO Mark Zuckerberg is focused on these trends.

In a call with investors, Zuckerberg said back then:

“People have a lot of choices for how they want to spend their time, and apps like TikTok are growing very quickly. And this is why our focus on Reels is so important over the long term.”

Meanwhile, there were 91% more monthly visits to YouTube in December 2022 than there were to Facebook. And that only counts the visits that Similarweb tracks from mobile and desktop devices.

Similarweb doesn’t track visits from connected TVs (CTVs).

Measuring Data From Connected TVs (CTVs) And Co-Viewing

Why would I wish to draw your attention to CTVs?

First, global viewers watched a daily average of over 700 million hours of YouTube content on TV devices, according to YouTube internal data from January 2022.

And Insider Intelligence reported in 2022 that 36.4% of the U.S. share of average time spent per day with YouTube came from connected devices, including Apple TV, Google Chromecast, Roku, and Xfinity Flex, while 49.3% came from mobile devices, and 14.3% came from desktops or laptops.

Second, when people watch YouTube on a connected TV, they often watch it together with their friends, family, and colleagues – just like they did at Super Bowl parties before the pandemic.

There’s even a term for this behavior: Co-viewing.

And advertisers can now measure their total YouTube CTV audience using real-time and census-level surveys in over 100 countries and 70 languages.

This means Heineken and Marvel Studios can measure the co-viewing of their Super Bowl ad in more than 100 markets around the globe where Heineken 0.0 non-alcoholic beer is sold, and/or 26 countries where “Ant-Man and The Wasp: Quantumania” is scheduled to be released three to five days after the Big Game.

It also enables Apple Music to measure the co-viewing of their Super Bowl LVII Halftime Show during Big Game parties worldwide (except Mainland China, Iran, North Korea, and Turkmenistan, where access to YouTube is currently blocked).

And, if FanDuel has already migrated to Google Analytics 4 (GA4), then the innovative sports-tech entertainment company can not only measure the co-viewing of their Big Game teasers on YouTube AdBlitz in 16 states where sports betting is legal, but also measure engaged-view conversions (EVCs) from YouTube within 3 days of viewing Rob Gronkowski’s attempt to kick a live field goal.

 

Advertisers couldn’t do that in 2022. But they could in a couple of weeks.

If advertisers want to follow their audience, then they should be moving some of their ad budgets out of Facebook, testing new tactics, and experimenting with new initiatives on YouTube in 2023.

Where should the advertisers leaving Twitter shift their budgets long term? And how will that change their Super Bowl strategies in the short term?

According to Similarweb, monthly visits to ads.twitter.com, the platform’s ad-buying portal dropped 15% worldwide from 2.5 million in December 2021 to 2.1 million in December 2022.

So, advertisers were heading for the exit weeks before they learned that 500 top advertisers had left the platform.

Where Did Their Ad Budgets Go?

Well, it’s hard to track YouTube advertising, which is buried in Google’s sprawling ad business.

And we can’t use business.facebook.com as a proxy for interest in advertising on that platform because it’s used by businesses for other purposes, such as managing organic content on their Facebook pages.

But monthly visits to ads.snapchat.com, that platform’s ad-buying portal, jumped 88.3% from 1.6 million in December 2021 to 3.0 million in December 2022.

Monthly visits to ads.tiktok.com are up 36.6% from 5.1 million in December 2021 to 7.0 million in December 2022.

Monthly visits to ads.pinterest.com are up 23.3% from 1.1 million in December 2021 to 1.4 million in December 2022.

And monthly visits to business.linkedin.com are up 14.6% from 5.7 million in December 2021 to 6.5 million in December 2022.

It appears that lots of advertisers are hedging their bets by spreading their money around.

Now, most of them should probably continue to move their ad budgets into Snapchat, TikTok, Pinterest, and LinkedIn – unless the “Chief Twit” can find a way to keep his microblogging service from becoming “a free-for-all hellscape, where anything can be said with no consequences!

How will advertisers leaving Twitter change their Super Bowl plan this year?

To double-check my analysis, I interviewed Joaquim Salguerio, who is the Paid Media Director at LINK Agency. He’s managed media budgets of over eight figures at multiple advertising agencies.

Below are my questions and his answers.

Greg Jarboe: “Which brands feel that Twitter has broken their trust since Musk bought the platform?”

Joaquim Salguerio: “I would say that several brands will have different reasonings for this break of trust.

First, if you’re an automaker, there’s suddenly a very tight relationship between Twitter and one of your competitors.

Second, advertisers that are quite averse to taking risks with their communications because of brand safety concerns might feel that they still need to be addressed.

Most of all, in a year where we’re seeing mass layoffs from several corporations, the Twitter troubles have given marketing teams a reason to re-evaluate its effectiveness during a time of budget cuts. That would be a more important factor than trust for most brands.

Obviously, there are some famous cases, such as the Lou Paskalis case, but it’s difficult to pinpoint a brand list that would have trust as their only concern.”

GJ: “Do you think it will be hard for Twitter to regain their trust before this year’s Super Bowl?”

JS: “It’s highly unlikely that any brand that has lost trust in Twitter will change its mind in the near future, and definitely not in time for the Super Bowl. Most marketing plans for the event will be finalized by now and recent communications by Twitter leadership haven’t signaled any change in direction.

If anything, from industry comments within my own network, I can say that comments from Musk recently (“Ads are too frequent on Twitter and too big. Taking steps to address both in coming weeks.”) were quite badly received. For any marketers that believe Twitter advertising isn’t sufficiently effective, this pushes them further away.

Brand communications should still occur on Twitter during Super Bowl though – it will have a peak in usage. And advertising verticals that should dominate the advertising space on Twitter are not the ones crossing the platform from their plans.”

GJ: “How do you think advertisers will change their Super Bowl plans around Twitter this year?”

JS: “The main change for advertising plans will likely be for brand comms amplification. As an example, the betting industry will likely be heavily present on Twitter during the game and I would expect little to no change in plans.”

In the FCMG category, though, time sensitivity won’t be as important, which means that social media teams will likely be making an attempt at virality without relying as much on paid dollars.

If budgets are to diverge, they will likely be moved within the social space and toward platforms that will have user discussion/engagement from the Super Bowl (TikTok, Reddit, etc.)”

GJ: “What trends will we see in advertising budget allocation for this year’s Super Bowl?”

Joaquim Salguerio: “We should see budget planning much in line with previous years in all honesty. TV is still the most important media channel on Super Bowl day.

Digital spend will likely go towards social platforms, we predict a growth in TikTok and Reddit advertising around the big day for most brands.

Twitter should still have a strong advertising budget allocated to the platform by the verticals aiming to get actions from users during the game (food delivery/betting/etc.).”

GJ: “Which platforms will benefit from this shift?”

JS: “Likely, we will see TikTok as the biggest winner from a shift in advertising dollars, as the growth numbers are making it harder to ignore the platform as a placement that needs to be in the plan.

Reddit can also capture some of this budget as it has the right characteristics marketers are looking for around the Super Bowl – it’s relevant to what’s happening at the moment and similar demographics.”

GJ: “Do you think advertisers that step away from Twitter for this year’s Big Game will stay away long term?”

JS: “That is impossible to know, as it’s completely dependent on how the platform evolves and the advertising solutions it will provide. Twitter’s proposition was always centered around brand marketing (their performance offering was always known to be sub-par).

Unless brand safety concerns are addressed by brands that decided to step away, it’s hard to foresee a change.

I would say that overall, Super Bowl ad spend on Twitter should not be as affected as it’s been portrayed – it makes sense to reach audiences where audiences are.

Especially if you know the mindset. The bigger issue is what happens when there isn’t a Super Bowl or a World Cup.”

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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

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